Twitter & LinkedIn

1. Twitter & LinkedIn a guide for higher education Lance KisslerDirector of Marketing, Pacific University@lkissler

2. Who am I? • Twitter • @pacificu • @prsapdxmetro • @pdxcommconf • @case8 • @inhs • @CHERSpokane • @NWMedStar • @stlukesrehab • Facebook • Pacific University • Portland PRSA • CASE District VIII • Inland Northwest Health Service • CHERSpokane • Northwest MedStar • St. Luke’s Rehabilitation Inst.

3. What is social media? • Creating and sharing in an online conversation with your constituents.

4. What is social media? • Social & Professional Networking • Customer Service Networks • Location/Check-In Services • Video & Picture Sharing • Wikis • Comment & Reputation • Crowdsourced Content • Social Bookmarks • Micromedia • Blogging • Events • Music

5. What is social media? • Cost-effective strategy to reach just about everyone: alumni, donors, prospective students, current students, parents, faculty, staff, media and more. 175,000,000 500,000,000 80,000,000

6. How to use it • Personally • Connect with family, friends & colleagues • Share your photos, videos & stories • Stay current on trends, news & interests • Professionally • Connect with internal & external audiences, media & the public • Share your events, announcements, videos, photos, knowledge & stories • Stay current on trends, news & your brand (PR)

7. 10 Steps to Getting Started • It’s not a formula. • It’s organic. • Have patience. • Be creative. • Now let’s get started…

8. 1 | Create personal accounts first • Don’t jump into the pool without getting your feet wet first: • Create a Twitter account • Create a LinkedIn profile • Join LinkedIn groups • Demo anyone?

9. 2 | Follow & listen • Don’t be that awkward person at the cocktail party: • Follow local news sources • Follow your favorite companies • Check out the celebrities • Demo anyone?

10. 3 | Interact • Be a rookie—it’s okay: • Message your friends • Upload videos & photos • Ask questions • Conventions: @ reply/mention, direct message (dm), retweet (RT)

11. 4 | Research • Know the groundrules: • Checkout Mashable.com (subscribe to their email updates • Investigate tools & services • Find out where your audience is (go to them)

12. 5 | Develop a strategy • Establish a gameplan: • Determine your objectives: • Recruitment • Fundraising • Awareness • Publicity • Alumni engagement • Integrate social media into your mix • Create promotion strategies

13. 6 | Create professional accounts • Let’s get this party started: • Implement a social media policy • Commenting guidelines • Employee policies • Organizational policies • Usage guidelines • Setup your accounts

14. Commenting Guidelines Comments and thoughts are encouraged. We ask that all conversation should be thoughtful, civil and appropriate for all audiences. Please follow these basic guidelines when posting a comment: • Relevance • Appropriate language • Concise (comments may be edited for length and clarity) • Identify yourself We reserve the right to review all comments and remove comments that violate any of the above conditions.

15. 7 | Follow & listen • Keep your competition as close as your friends: • Follow your constituents • Follow your competition • Connect with B2B/media opportunities

16. 8 | Be part of the conversation • Social media isn’t about controlling the conversation, it’s about creating and sharing it: • Position yourself as an expert • Offer incentives or meaningful content • Respond timely & truthfully

17. 9 | Measure • Twitter metrics: • # of followers, listings, RTs & @ mentions • Replies/conversations, direct messages • Clickthrough rates (shortened URLs) • LinkedIn metrics: • # of group members • Discussions & comments

18. 10 | Stay on the edge • Don’t get left behind—social media changes constantly–stay current by: • Reading up on trends (resource sheet) • Visiting Mashable • Attending presentations

19. Twitter Tips & Tricks • Add shortened URLs to your tweets so you can track clickthrough rates • Take advantage of #FF (Follow Friday) • Use hashtags to identify trends and topics • Tweet live from events and include picture links • Send updates that are timely and relevant (current issues, news, etc.)

20. Twitter Tips & Tricks • Remind your followers of important deadlines and events • Monitor your brand & keywords through social media searches • Don’t tweet too often—3 to 5 times per day of your own content • Use 120 characters or less • Drive users to your website (SEM/SEO)

21. Twitter Tips & Tricks • Be selective of who you follow • Monitor new followers for spam accounts • Utilize lists to track & promote groups • Customize your background • Use your bio real estate; include URL • Acknowledge new followers • Be authentic, approachable and have a personality

22. LinkedIn Tips & Tricks • Create groups for target audiences (general alumni, chapters, interns, etc.) • Consider importing your Twitter feed into LinkedIn • Utilize the event feature • Encourage your students to sign up—and then train them how to use it • Use it as a recruitment and background check tool

23. LinkedIn Tips & Tricks • Use announcements sparingly—can only send every 7 days • Join interest groups • Coordinate with your Career Center and Alumni offices

24. Questions / Demos • Using Twitter | setup, engaging, searching • Using LinkedIn | setup, groups, RSS feeds • Shortened URLs • Hootsuite • Thank you!

25. Connect • Lance Kissler • @lkissler / @someprtips • lkissler@gmail.com • someprtips.wordpress.com • linkedin.com/in/lkissler • 503-329-9145